Hotel marketing must evolve. Nadav Solomon, co-founder and president of Tabit Technologies, tells Portada that hotel marketers need to embrace social media as a key component in customer acquisition and retention. They must also have their own data, which will allow them to improve customer relationship management and run new loyalty programs. Tabit recently announced a partnership with the Chaplin School of Hospitality & Tourism Management at Florida International University (FIU) to help train students in restaurant operations, management and profitability.
By Alex de Carvalho
Hotel marketing must evolve due to major changes in consumer behavior and new opportunities offered by marketing technologies. Due to the pandemic, the US restaurant industry, a subsector of the hospitality industry, ended 2020 with total sales of approximately US $ 659 billion, or US $ 240 billion less than the US $ 863 billion achieved in 2019. In the wake of the pandemic, restaurateurs are looking for new efficiencies to improve their bottom line as they adjust to new economic and social conditions . After long periods of lockdown and reduced occupation of social distancing rules, the the agri-food industry must now take up new challenges; consumers work away from home and eat less at restaurants because they have stopped traveling and are improving in the kitchen. Industry surveys indicate that consumers prefer to eat at home more frequently, and restaurants must respond to new customer demands and expectations for online and contactless reservations, orders and payment solutions. Provider of technological solutions for the hotel industry Tabit seeks to help restaurants improve their profit margins by increasing the efficiency of operations, offering more payment options and protecting against transaction fees charged by online reservations and delivery aggregators.
Tabit Technologies launched its expansion in the United States after becoming the dominant player in the food and beverage industry in Israel, with a market share of over 45 percent. To support its North American expansion, the company raised US $ 35 million in their Series B round venture capital funding led by Vertex Ventures Israel in April 2020. Nationwide clients include fine dining and large chain restaurants, catering companies, hotels, cruise lines and local operations from Mom and of pop.
Hotel Marketing: Focus on Social and First Party Data
Portada spoke with Nadav Solomon, co-founder and president of Tabit, about their recent participation in
the SoBe Wine & Food Festival, where Tabit sponsored the Bacardi 2021 bar project organized by the CRF. “Tabit provided the technology implementation for the student model of the future of hospitality. Our mobile point of sale and operating system served as a cornerstone of the student’s customer-centric concept.
Our mobile point of sale and operating system served as a cornerstone of the student’s customer-centric concept.
What’s the next step for the food industry? For the future, Salomon sees three strong trends to which restaurants must inevitably adapt. The first is implementing cloud-based solutions with wireless systems in a new contactless world which favors hygiene and distancing. The second is the adoption of social media as a key element for customer acquisition and retention, with transparent and integrated options for online reservations and orders. The third trend is the the expectation of hotel companies to have their own data, which will allow them to improve customer relationship management and run new loyalty programs.
Cloud-based solutions with wireless systems in a new contactless world will prioritize hygiene and distancing.
Partnership with Chaplin School of Hospitality & Tourism Management at the CRF
Tabit has partnered with the Chaplin School of Hospitality & Tourism Management at Florida International University (FIU) to help train students in hotel marketing, restaurant operations, management and profitability. As part of the partnership, Tabit has set up its cloud-based and mobile operating system in the teaching center of the Wine Spectator Restaurant Management Laboratory of the CRF. With this partnership, Tabit joins recognized brands such as Southern Glazers Wine & Spirits, Bacardi USA, Marriott, Carnival Cruise Lines, Badia Spices Inc and others to bring educational resources to the FIU Chaplin School.
Nadav Solomon, co-founder and president of Tabit, moved to Miami and established its North American headquarters near the FIU’s Biscayne campus in North Miami. “We are excited to bring the latest digital and mobile hospitality technologies to the teaching environment of the FIU Chaplin School,” said Solomon. “Students will be prepared with both the customer service and business management skills necessary to operate restaurants profitably in today’s economic environment. “
We are excited to bring the latest digital and mobile hospitality technologies to the teaching environment of the CRF Chaplin School.
Students enrolled in the school’s Advanced Food Production course learn how to integrate technology into foodservice operations. Tabit’s point-of-sale and back-office capabilities use tablets and smartphones as primary points of contact, allowing student servers to take customer orders in a mobile environment. In addition to the supported TabitKitchen digital kitchen displays, wireless technology eliminates the delays and errors associated with using handwritten or printed food tickets.
Some of the specialized features that Tabit brings to the program include key elements of successful hotel marketing, such as online guest registrations, upsell opportunities during checkout, table contactless payment options, curbside pickup solutions, customer loyalty and post-meal relationship management, and use of scoreboards digital board to analyze restaurant performance metrics. Through the use of technology, students learn to increase the efficiency of catering processes, food preparation accuracy, speed and customer service. The Tabit team supervises students during catering sessions, showing them best practices in managing reservations, creating menus, taking orders, improving service and curbside delivery and optimization of profitability. Students learn to create workflows by leveraging operational data that could not be collected manually with traditional order taking methods.
Restaurateurs are looking for new efficiencies to improve their bottom line as they adjust to new economic and social conditions.